The campaign, created by VCCP London, will launch across the UK, The Republic of Ireland and Australia.
In a category which often fixates on individual indulgence and fantastical messaging, the launch focuses on its biggest strength, people’s love and familiarity with the main ingredient: Cadbury chocolate.
The four-month-long campaign will launch with a hero 30” film, telling the story of Jake - a young boy attempting to make his own Cadbury Dairy Milk ice cream.
The out-of-home (OOH), social and digital executions were created by VCCP CX and showcase a range of simple yet bold visuals, positioning the Cadbury Dairy Milk chocolate that people know and love in ice cream contexts. The premise is simple: to remind people that they are bound to love Cadbury ice cream just as much as they love Cadbury chocolate.
Launching today, the summer campaign will run until 5 September on TV with a 10” cut down on video on demand, social and online. It will be supported by OOH and digital out-of-home (DOOH) executions.
“We are very excited about this new TV spot for Cadbury ice cream and believe it will really connect consumers' love of Cadbury with that of ice cream" said Head of Marketing at Froneri UK, Charlotte Hambling. "There is no need to go to the lengths that Jake did in this spot as the Cadbury ice cream range is the perfect family treat already combining these delicious tastes of Cadbury chocolate and ice cream! Playing on the emotional connection we all have with Cadbury, Froneri is certain that if you love Cadbury chocolate you already know you are going to love it.”